Google Analytics 4 (GA4) has been a hot topic among digital marketers and community builders alike. As the latest iteration of Google’s powerful analytics platform, GA4 promises advanced insights and improved tracking capabilities. But is it the right tool for your online community? Let’s dive into the pros and cons of GA4 to help you make an informed decision.

Google Analytics 4 Pros:

Customization and Integration
  1. Google Analytics 4 offers enhanced integration with Google Products with seamless integration with BigQuery, Google Marketing Tools, and Google Ads
  2. Google Analytics allows its users to define custom parameters and events without modifying the code on the website.
Improved Analysis and Reporting
  1. Advanced analysis tools are offered by Google Analytics 4, this includes tools such as path analysis, segment overlap, and funnel analysis.
  2. Predictive insights are provided by Google Analytics 4 with their machine learning models, such as potential revenue from specific user segments and the likelihood of conversion.
Enhanced Journey Tracking
  1. Event-based data models are used by Google Analytics 4. This allows for a more detailed tracking of user interaction beyond page views.
  2. Google Analytics 4 can track all interactions across apps and websites, this helps to provide a more comprehensive view of the journey the customer takes
Compliance and Privacy
  1. Features are included with Google Analytics 4 to help comply with privacy regulations such as CCPA and GDPR. Also included with this are retention controls and data deletion requests.
  2. Google Analytics 4 is designed to function effectively, even if the reliance on cookies is reduced. This option addresses browser restrictions and increasing privacy concerns.
A Free Tier That Offers Advanced Features
  1. Google Analytics 4 continues to remain free for most users, offering a robust set of features without needing a subscription.

Google Analytics 4 Cons:

A Steep Learning Curve
  1. Setting up reports and tracking that are more advanced can be quite complex and may require that the user has a deeper understanding of the new system Google provides.
  2. The shift that Google has taken from Universal Analytics to Google Analytics 4 involves a whole new learning terminology and interface. This can make using Google Analytics 4 challenging for existing users.
Constant and Incomplete Updates
  1. Google Analytics 4 is still being developed. This involves new updates and features being rolled out more regularly which can lead to occasional changes or instability in how the features offered work.
  2. Some features you may have used in Universal Analytics may not be available for Google Analytics 4 just yet. This can lead to a limitation for those users who are using and relying on these features.
Depending on the Google Ecosystem
  1. Google Analytics 4 works at its best within the Google ecosystem. This could lead to limitations for businesses that are using a diverse set of platforms and tools not integrated with the services Google offers.
Limited Historic Data
  1. The data you have gained in Universal Analytics does not transfer over to Google Analytics 4 automatically. If you are looking to transfer your data, you will have to use manual data migration.
Event Limitations
  1. Google Analytics 4 has a limit on how many custom parameters and events you can create. This may not be ideal for some as it could be restrictive for some in more advanced use cases.
  2. Data and analysis structuring is more complex due to the event-based model used by Google Analytics 4, this is a lot different to the Universal Analytics-based model
In conclusion, whilst Google Analytics may offer significant advancements in privacy compliance, integration capabilities and user journey tracking, it also has it's challenges when it comes to things such as evolving features, data migration and the learning curve.

Questions for Reflection:​

  1. How do you currently track user behavior in your community, and what challenges do you face?
  2. What features of GA4 do you find most appealing, and how do you think they could enhance your community management?
  3. Are you prepared to invest time in learning and adapting to GA4’s new functionalities?